Rethinking Pink: A Change in the Cause Marketing Landscape

Retail activity around "Breast Cancer Awareness Month" declined again this October. Yet rather than signaling the demise of "pink ribbon" marketing as we know it, the drop may reflect a general shift in the overall cause-minded strategies of leading companies.After years of filling aisles with pink shippers and stocking shelves with ribboned packaging, a number of retailers have exhibited a noticeable drop in Breast Cancer Awareness Month activity in recent years (a trend first noted by the Institute as far back as 2009. See "Seasonal Store Check ... 2009" in Related Articles.)Across the board, circular real estate devoted to the cause plummeted in 2012 — dropping 343 ad blocks to 163 compared with October 2011 among the retailers tracked by Solon, OH-based ECRM, which include Ahold USA, Safeway, Supervalu, Great Atlantic & Pacific Tea Co., Meijer and Walmart. The time frames for thematic activity were shortened at some retailers and eliminated altogether at a few others.Target, for example, had teamed with beauty-product partner Sonia Kashuk for the last five years to raise funds for the cause through the sale of exclusive pink items. But what started as a multi-SKU collection dwindled to one "Proudly Pink" brush set in 2011 and this year was relegated to leftover inventory as the retailer failed to announce any new product. (See "Target Lets Pink Fade" in Related Articles.) Although Target declined to comment, it appears that the exclusivity of the products was not enough to save them from drowning in what had become a sea of pink SKUs.Cone Communication's 2012 "Breast Cancer Trend Tracker" survey found that, while most consumers believe the disease is a critical cause for companies to support, only 52% feel their individual purchases of breast cancer-related products make a difference, and just 26% believe that companies have had a significant positive impact. In fact, 77% of consumers think some companies support breast cancer causes solely for corporate gain, and 68% say few causes stand out to them, given the large number of programs in the marketplace.“It’s kind of run its course in terms of 'Lets just make a pink product, put a pink ribbon on something and ask people to buy it,'" Jim Andrews, senior vice president of content strategy at sponsorship consultancy IEG, Chicago, told the Institute. "We've reached a saturation point and I think people are going to look for different ways to support causes."Some companies are stepping back to rethink what role — if any — breast cancer awareness should play in their overall cause marketing strategy. Lowe's, for one, this year discontinued its annual "Plant for the Cure" campaign, which since 2005 had raised funds for Susan G. Komen for the Cure by selling pink gardening products. This year, the retailer only stocked what appeared to be remainders as it turned its cause-minded attention elsewhere. (See "Lowe's Retains …")"As Lowe's continues to evolve as a home improvement company, so does our corporate giving strategy," public relations manager Stacey Lentz told the Institute when asked about the campaign, but citing the more than $2 million the retailer and participating vendors have donated to Komen through the program. "We are now aligning our charitable giving to K-12 public education and community improvement projects.""There is increasing skepticism among consumers regarding the intention of companies. There’s an increased desire to see a measurable impact," Cone executive vice president Ashley DaSilva told the Institute. While companies overall continue to see breast cancer support as a viable cause marketing strategy, some are changing the focus of their programs. "In the past, it was rallying for research for a cure. This year, we saw a shift in companies looking at supporting survivors and caring for those affected."One such retailer was Walmart: Previously focused on merchandising an array of mostly generic "pink ribbon" items, the retailer this year looked beyond simply providing funds to creating opportunities for consumers to individually make more tangible contributions. In partnership with P&G's Pantene, the retailer unveiled a new program that incentivized hair donations at in-store SmartStyle salons to aid the brand's "Beautiful Lengths" program, which helps provide free wigs to women with cancer. (See "Walmart Follows …")Although acknowledging that there may have been a slight decline in retail execution this year, DaSilva said there was an increase in breast cancer activity overall, especially in the beauty, cosmetics and apparel industries. "We found there to be consistent — if not even higher — volume than in the past," DaSilva said, referring to a list of more than 60 examples of staunch supporters who continued to activate programs. "We weren’t anticipating that, given the increased skepticism and backlash from 'pinkwashing' and the events surrounding Komen," she said.The "events" refer to Komen's decision in early 2012 to withdraw its funding for screening, education and treatment programs run through Planned Parenthood, a quickly reversed yet nonetheless damaging move that appeared to be politically motivated. "But the reality is [companies] do understand that this issue is not going away and that there is tremendous compassion and support among the public," DaSilva said.The "pink product" model is still highly effective for programs that have truly established themselves. General Mills, for example, this year expanded the scope of Yoplait's "Save Lids to Save Lives" program to encompass numerous other brands in its portfolio — although it scrapped a concurrent "Pink Together" effort in the process. (See "General Mills Puts …"). P&G also remained true to its "Give Hope" campaign, this year emphasizing the importance of early detection. (See "P&G brandSaver: October 2012.") At least a few supermarket chains scaled back their internal activity this year and let one or both of these massive manufacturer-driven efforts carry the seasonal weight in stores.Among retailers, Kroger reprised its longstanding "Giving Hope a Hand" campaign, which spotlights pink products but also showcases employees who are breast cancer survivors and involves an online support community. (See "Kroger Lends …") Kohl's also engaged employees as well as their families and friends by encouraging participation in the annual Susan G. Komen Race for the Cure event it sponsors in Milwaukee, WI. "We’re seeing a lot of companies that are looking to not only involve their customers but also their employees in these types of programs," Andrews said, indicating that many marketers are aligning with charities or social issues in a new way. Rather than a decline in breast cancer activity, Andrews posits that we are witnessing a shift in strategy as part of a larger, growing trend to organize various cause programs under one umbrella.Kohl's' Race for the Cure sponsorship, for example, is part of a broader "Kohl's Cares" platform that includes the periodic merchandising of pink products but also encompasses programs benefitting children and even features scholarship contests."Many companies do support multiple causes, [so] why not put an umbrella over that?” Andrews suggested. “We’re really starting to see that type of branding, if you will, of all the types of [philanthropic activity] a company is doing as the next evolution of cause marketing."Andrews cited the "Live Positively" platform that Coca-Cola Co. launched in 2010 as another example. Centered on social responsibility, the platform incorporates the manufacturer's multiple cause projects — everything from donation matching for Boys & Girls Clubs of America to funding emergency relief through the American Red Cross to recycling its own in-store displays. Coca-Cola's initiative reflects a desire to turn away from cherry-picking social issues individually and instead unifying activity to create a new entity: a cause brand."We have been trying to put a term on it, and one of the things we’ve been playing around with is 'meaningful marketing' — taking it to the next level, creating these almost separate brands," Andrews explained. While breast cancer awareness might not always fit into these more comprehensive plans, whenever it does the cause could drive more meaningful programs for consumers and more effective activities for marketers.

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